Kristen Spaulding
Palos Verdes Estates,CA
Summary
Experienced leader in social media and digital marketing, specializing in brand presence across culture, content, and technology. Proven track record in building high-impact social ecosystems through user-centric storytelling. Skilled in leading teams to deliver innovative, platform-native work, driving significant business growth and relevance.
Overview
18
18
years of professional experience
3
3
years of post-secondary education
Work History
Social Media Team Lead
Meta
Los Angeles, California
12.2021 - Current
- Led a team of content creators, setting strategic vision, priorities, and KPIs to align content with product and brand goals.
- Translated strategy into execution by directing end-to-end campaigns - from concept and creative briefs to deployment and performance optimization
- Boosted organic reach 4x (Q4 2025) by applying audience insights, A/B testing, and iterative optimization of content and posting strategies
- Improved brand discoverability through data-driven platform strategies and audience segmentation, increasing new user acquisition and share-of-voice
- Partnered with Product, Creative, and Marketing to produce platform-native, user-centric content that drove engagement and conversion
- Implemented reporting frameworks and dashboards to track impact, inform roadmap decisions, and demonstrate ROI to senior leadership
Head of Social Media & Influencer Marketing
Alo Yoga
Los Angeles, California
06.2018 - 02.2020
- Scaled global social and influencer ecosystem, driving 223% increase in earned media value and outperforming Adidas
- Defined and led content and channel strategy across @AloYoga, @Alo, and Alo Moves in partnership with executive leadership
- Built and managed team of 6, enhancing creative output and operational capacity
- Orchestrated cross-functional collaborations, launching culturally aligned campaigns with significant impact
- Delivered performance insights and strategic recommendations, informing executive leadership decisions
Director, Social Media Marketing
The Estee Lauder Companies
Los Angeles, California
06.2015 - 10.2018
- Led global social strategy and execution across owned, earned, and paid channels, managing a team of 7 and coordinating multi-platform initiatives
- Drove full-funnel social programs for Smashbox Cosmetics, enhancing brand awareness and customer growth through integrated content and campaign strategy
- Partnered cross-functionally with creative, brand, and media teams to deliver high-impact, consumer-facing campaigns
- Developed and scaled influencer and creator strategies, identifying emerging talent to expand reach and engagement across key audiences
- Managed $11M marketing budget, optimizing cross-channel investments based on performance insights and collaboration with agencies
Social Media Manager
Neiman Marcus Group Ltd
Dallas, Texas
06.2011 - 10.2015
- Launched and scaled company’s first social media ecosystem, establishing strategy across content, platforms, and audience engagement to foster community
- Led global social strategy for Neiman Marcus, Bergdorf Goodman, and CUSP, driving consistency across regions, platforms, and brand identities
- Increased online purchases by 40% through cross-channel social campaigns and performance-driven optimization
- Executed integrated, social-first campaigns that supported major marketing initiatives and seasonal launches, driving brand visibility
- Defined distinct brand voices across digital platforms, aligning content with audience behavior and platform dynamics to enhance engagement
Freelance Editor
Modern Luxury Media
Los Angeles, California
09.2008 - 01.2011
- Wrote and edited articles to ensure clarity and consistency in style and tone.
- Collaborated with writers to refine content and enhance storytelling.
- Conducted thorough research to verify facts and improve article accuracy.
- Proofread final drafts before they were sent out for printing.
- Worked closely with graphic, photo and video teams to plan and produce compelling content.
Education
Bachelor of Arts - Journalism And Mass Communication
Pepperdine University
Malibu, CA 09.2002 - 03.2006
Skills
- Social Media Strategy
- Campaign Development
- Influencer Marketing
- Platform Optimization
- Content Strategy
- Data analytics
Timeline
Social Media Team Lead
Meta
12.2021 - Current
Head of Social Media & Influencer Marketing
Alo Yoga
06.2018 - 02.2020
Director, Social Media Marketing
The Estee Lauder Companies
06.2015 - 10.2018
Social Media Manager
Neiman Marcus Group Ltd
06.2011 - 10.2015
Freelance Editor
Modern Luxury Media
09.2008 - 01.2011
Bachelor of Arts - Journalism And Mass Communication
Pepperdine University
09.2002 - 03.2006